London-based Diageo plc, and its vodka brand Smirnoff, announced the launch of a new global campaign, Drops of Advice, which encourages people to drink responsibly during the holidays while also enjoying the best of the season’s festivities, it says.
The campaign will consist of six engaging digital animations, stills from the animations as print options and pop-up “Be Wildly Responsible” bars across the world.
The campaign also includes the following six drops of advice:
• When drinking, food is your friend
• Avoid top ups
• Dance freely, drink responsibly
• Keep an eye on your friends
• Stay hydrated
• It's okay to call it a night
The videos, created by award-winning Venezuelan animator Igor Bastidas, will go live on Diageo’s and Smirnoff’s social channels beginning this week, it notes.
“I wanted to capture the energy of a diverse group of people who are making the right decision to moderate their drinking in a wholly original and enthusiastic way that is also ‘Wildly Responsible,’” Bastidas said in a statement. “In my work, I choose to be disruptive by using simple and straight narratives, and I think that it is reflected in these videos in an entertaining way."
Kate Gibson, global director of Diageo in Society, added: “Drinking in moderation is key all year round, but this year’s campaign, while fun and playful in nature, is a reminder that small changes can help you celebrate in a ‘wildly responsible’ way.”
In line with last year’s festive campaign by Diageo, Know When To Stop, this year’s activation also will signpost adults to DRINKiQ — a dedicated responsible drinking website available in multiple languages that provides information and practical advice on alcohol alongside a range of resources to encourage moderate consumption.
“I’m so proud to see Smirnoff at the helm of this season’s Drops of Advice campaign as the sponsor of our ongoing responsible drinking commitments,” said Stephanie Jacoby, global Smirnoff senior vice president, in a statement. “We know the holidays are an important time for people to get together and enjoy the good times and we want to ensure we’re encouraging people to do that in responsible ways while maintaining the fun, vibrant attitude we’re famous for — encouraging our consumers to be wildly responsible.”
Diageo is committed to changing the way the world drinks for the better by promoting moderation and addressing the harmful use of alcohol, the company notes. This is a core pillar of Diageo’s 10-year sustainability plan, Society 2030: Spirit of Progress, which includes an ambition to reach 1 billion people with messages of moderation by 2030, it says.